applied know how
Anyone involved in businesses that are consumer focused whether you are running the business or in marketing, trade marketing, shopper marketing or sales; whether you work for a retailer or a supplier; one thing is true. If you don’t “win” with shoppers, you don’t win.
Award winning marketing campaigns count for nothing if the shopper doesn’t buy.
But what does winning mean in the consumer business.… Read more
“A baseball bat and ball costs $1.10, and the baseball bat is $1.00 more than the ball, how much does the ball cost?
Write down your answer… and we’ll get back to your answer shortly.
In our summary series addressing how you can grow your business we settled upon exploding a series of marketing myths, one myth- that consumers take the time and energy to consciously search through options in selecting the best brands or solution to their problems – we’ll address in more depth today.… Read more
I’ll continue thinking about brands, businesses and growth, by now considering measurement.
We know that to successfully grow brands you need to win the battle for mental availability in your consumers mind by creating a compelling expectation and the battle for physical availability on retail shelves y delivering a distinctive experience.
So how can we measure mental availability, the quality and quantity of the consumers expectation?… Read more
Over the past months I have been describing the background research to marketing’s new research-based paradigm. And last week i described how to grow through increasing mental availability- by creating a compelling expectation in the mind of the consumer.
Now, I’ll describe HOW you can use these insights to grow your brands and your business by winning the in-store battle, the battle for the shoppers basket thus delivering a compelling experience.… Read more
In the last few weeks, I have been focusing on dispelling some of the biggest marketing growth myths
And have challenged these myths using Byron Sharp and colleagues new research based paradigm.… Read more